Felix Expands Global Advertising Roles to Include Headwear and Beverages

Felix of STRAYKIZ is emerging as a central figure in global marketing by serving as a model for various brands beyond music, including fashion and beverages. As an eight-member boy group under JYP, STRAYKIZ has established itself as the next generation of K-pop warriors through self-produced songs and music, with each member contributing to creation. Among them, Felix’s unique presence has drawn widespread interest from the global fashion and advertising industries.

Felix is the iconic model for the headwear brand ATiiSSU. ATiiSSU launched its “DESERT COWBOY COLLECTION” on April 28, with the “SLYIN” piece worn by Felix in print campaigns featuring glossy black leather, slit details, and sculptural ruffles that combine to create a striking yet delicate aesthetic. Felix also appeared at the collection’s pre-launch event, donning ATiiSSU’s “HORSEBOY” cowboy hat to complete a stylish western-inspired look. All products from this collection are available at the Dosan flagship store, pop-up locations, ATiiSSU House Nowhere Seoul store, and online.

Recently, Felix was cast as the model for Lotte Chilsung’s prebiotic soda “Happiz.” The Happiz advertisements were released in stages, starting with teaser-style pre-launch spots, followed by 15-second videos showcasing Felix’s daily life, and then 30-second ads highlighting product features. The core messages of these ads are “MY EVERYDAY CARRY” and “YOU’RE MY 24/7.” Felix emphasized these concepts by saying, “MY EVERYDAY CARRY that stays with me at every moment” and “Prebiotic soda, YOU’RE MY 24/7,” thereby reinforcing the brand’s positioning as a beverage to be carried and consumed daily.

By being chosen as a model for various brands such as smartphones, fashion items, and cosmetics, Felix is exerting significant influence not only in the global music market but also in the global consumer goods sector. With this launch, ATiiSSU aims to expand its connection with global fans and customers while continuing to deliver sophisticated brand experiences.